Plural vs. Singular – it usually is an either or when you’re talking about domain names

It’s a question that comes up a lot when people are looking at one-word domain names. In most cases it’s pretty clear if the singular will sell for more than the plural. Here are a few examples where the singular is without a doubt (or without any doubts from me for whatever that’s worth) the singular is worth a lot more than the plural:

Fast.com vs. Fasts.com

Buy.com vs. Buys.com

Search.com vs. Searches

Find.com vs. Finds.com

And the list goes on. Seriously, there are a lot of singular domain names that get crushed in value once you add an “s” or “es” to the end. Of course, there’s also the opposite case but I’d say it’s pretty darn rare to find a domain that is equally valuable in both forms. That being said, of course there are plenty of domains out there that are valuable in both cases, but I’d say the vast majority are not. Just to play devils advocate, here are a few domains that where it would be hard to say one is more valuable than the other:

Car.com vs. Cars.com

Hotel.com vs. Hotels.com

Picture.com vs. Pictures.com

So here’s the question. Is there a hard and fast rule you can apply to really “known” if a domain is more valuable in it’s singular or plural form? Is exact-match search volume a good way to estimate? What do you think? Comment and let your voice be heard!

{ 6 comments… add one }

  • Keith DeBoer June 29, 2017, 9:10 pm

    Great topic, Morgan. And by the way it’s your YouTube videos that got me into domaining………. Nine times out of 10 singular is better. Even when considering two key word brandable names like NameCheap vs NameCheaps. There will be exceptions like NamePro vs NamePros. In this case they could be said to be equal depending on the usage. For a forum, you want the plural. If you are a small branding company the singular might suit you fine. My general rule of thumb is to ask myself: Are your customers going to buy/use this product or service one at a time or in pairs or groups? If you are selling shoes, you want the plural (BetterShoes.com) if you are selling a cyber protection system you want the singular (CyberLock.com). I wrote a blog on this topic back in the day 🙂 http://dngeek.com/2016/04/brandable-insider-less-really/

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  • Joe June 30, 2017, 5:05 am

    It is difficult to find new words as your write is this post, you can find some possible in expired premium domains like example find and buy lampes.org to be in Premium Auction Snapnames.com month July, with a 4 letter generic .dyax.net too Buy as expired domain premium.

    Lampe if you see in Google it makes more reference to a player of Basketball and another one of soccer and in the half appear the images of lampe, in Lampes is different related to the word in plural.

    tedxroma.com Watch video that your Morgan speak I see subtitulos in English and understand better, then write a comment on Youtube, referring to your project, and what I write there is true is not a dream.

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  • patrick Cowan June 30, 2017, 7:42 am

    Try to own both when it comes to service/services funny thing is the majority of websites use services for their websites/keywords but my domain traffic mainly lands on service, technology/technologies is another always try too own both,if you’re talking just ultra premium single word only then ninety percent would be the singular.

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  • Mark Thorpe June 30, 2017, 3:42 pm

    These days, singular .Com domains are best. If you have to own a plural .com domain, make sure it’s for a product like “cars” or “homes”. IMO

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  • Dn Ebook June 30, 2017, 7:36 pm

    Singular for branding, Plural for shops/traders. The first group of example plurals above are adverbs and the like and sound wrong when pronounce as a single word. We see so many mis-spells on the forum auctions, some are from desperation (can’t hand reg the correct spelling) and some are from folk who’s first language is not english. Either way they are wrong and should be avoided. Too many domainers register “second best” …… avoid, avoid, avoid

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  • Eric Lyon July 1, 2017, 11:56 am

    Absolutely agree! We have both NamePro & NamePros – Singular + Plural aren’t just for resellers, it’s great for brands to capture a little traffic they were missing from typos/forgetting the “S”. 😉

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